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Understanding experiential marketing - from case to concept

Hilton hotel chain placed a very cute little duck in the bathroom to create a unique emotion*** Most of the guests couldn't put it down after the Minghe experience and took it home as a souvenir for their families. Therefore, this gift, which is not sold on the market, became the driving force for customers to especially love Hilton Hotel (of course, Hilton Hotel's other facilities, services, etc. are also first-class). This kind of experience design and creation has formed an added value for Hilton chain hotels that is widely accepted and delighted by customers, thus forming a good reputation through interpersonal communication of satisfied customers, enabling Hilton hotels to win loyal customers and countless new customers. strong preference. This is the application of "experiential marketing" (visual and tactile).

Domestic companies also have many successful examples in the application of experiential marketing. No one can tell the difference between Wahaha purified water and Robust purified water, which one is more thirst-quenching and nutritious. It relies on the experience of "I only have eyes for you" to impress consumers. Metersbonwe not only uses clear positioning as the basis, but also implements experiential marketing in specialty stores. The environment created by music, display, decoration, dynamic temperament of waiters and communication forms a young and personalized experience. The deep understanding of customers' purchasing desires makes the experiential marketing method form a strong magnetic field, and sales promotion is very scary. This is also the secret for this clothing brand to catch up from behind and quickly win high brand value.

So, how to understand experiential marketing?

Dr. Bernd H. Schmitt pointed out in his book "Experiential Marketing": Experiential Marketing (Experiential Marketing) is based on the consumer's senses (Sense). ), emotion (Feel), thinking (Think), action (Act), and relevance (Relate) to redefine and design the way of thinking about marketing. This way of thinking breaks through the traditional assumption of "rational consumers" and believes that consumers are both rational and emotional when consuming. The experience of consumers before, during and after consumption is the basis for studying consumer behavior and business. The key to brand management.

This marketing method based on consumer psychology analysis was easily recognized by the corporate world, making experiential marketing once a popular word in the industry. However, many people who talk about experiential marketing do not really understand its true connotation, but rather use it as a show prop to follow the trend.

The so-called experience is usually caused by direct observation or participation in an event, whether the event is real or virtual. Experience will involve perceptual factors such as the customer's senses, emotions, emotions, etc., as well as rational factors such as knowledge, intelligence, and thinking, and can also be caused by some physical activities. The basic facts of the experience will be clearly reflected in the language, such as verbs describing the experience: like, appreciate, dislike, hate, etc., and adjectives: cute, attractive, exciting, cool, etc. Experience is usually not spontaneous but induced. Of course, induction does not mean that customers are passive, but it means that marketers must adopt experiential media.

Thus, experiential marketing is far more than simply experiencing products and services, but giving consumers a feeling, an emotional, physical, intellectual and even spiritual experience. In the words of American marketing expert Philip Kotler, it is to use commodities as materials to shape sensory experience and mental identity, capture consumers' attention, create memorable feelings for them, and find new existence value for products. with space. From the perspective of brand touch point management, the focus of experiential marketing should be to discover all points of contact with consumers during the sales process, study these points and package them, and establish the brand in the minds of consumers through the experience of each point. different impressions. This expression is more popular and easily understood by the business and marketing circles.

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